Abstract: This study aimed at exploring the neural mechanisms underlying aesthetic emotion when people with different
levels of expertise view designed products. Twenty-six college students participated in a fMRI experiment in which an
event-related paradigm was employed. The findings suggest that the right sub-gyrus and inferior parietal lobule are related to
the induction of positive emotion for people with a high level of expertise in designed products, whereas the inferior parietal
lobule and inferior frontal gyrus are related to the provoking of negative emotion for people with a low level of expertise in
designed products.
Index Terms- aesthetic emotion, neuroaesthetics, expertise, fMRI